MSNBC, the cable news network known for its progressive commentary and flagship programs like The Rachel Maddow Show and Deadline: White House, will undergo a significant transformation later this year, rebranding as MS NOW—short for My Source News Opinion World—and shedding the iconic peacock logo as part of its spinoff from Comcast’s CMCSA +1.20% ▲ NBCUniversal. The move, announced on Monday, August 18, 2025, marks a pivotal shift for the nearly 30-year-old network as it joins a new publicly traded company, Versant, alongside other cable assets like CNBC, USA Network, Oxygen, E!, SYFY, and the Golf Channel.
The rebrand, driven by Comcast’s $7 billion spinoff strategy unveiled in November 2024, aims to reposition MSNBC for a streaming-dominated media landscape while allowing NBCUniversal to retain its broadcast and streaming assets, including NBC, Bravo, and the Peacock streaming service. “The peacock is synonymous with NBCUniversal, and it is a symbol they have decided to keep within the NBCU family,” Versant CEO Mark Lazarus wrote in a memo to staff, as reported by NBC News. “This gives us the opportunity to chart our own path forward, create distinct brand identities, and establish an independent news organization following the spin.”
MSNBC President Rebecca Kutler, in a separate memo, acknowledged the decision was “not made quickly or without significant debate” but emphasized that it enables the network to “set our own course and assert our independence.” She reassured staff that the editorial direction will remain unchanged, stating, “While our name will be changing, who we are and what we do will not.” The network is preparing for the transition by hiring nearly 100 journalists from outlets like CNN, Bloomberg, Politico, and The Washington Post to build an independent newsroom, severing its reliance on NBC News infrastructure.
A New Identity Amid Controversy
The rebrand replaces MSNBC’s name, rooted in its 1996 founding as a joint venture between Microsoft and NBC, with MS NOW, accompanied by a new logo featuring a blue background and a red-and-white striped flag. The original name, standing for Microsoft and National Broadcasting Company, became outdated after Microsoft exited the partnership in 2012. However, the decision has sparked internal skepticism and external criticism. A company insider told The New York Post, “It doesn’t set a great precedent for management to change the name after promising staffers it wouldn’t,” referencing Lazarus’s January assurance that MSNBC would retain its name. A former media executive quipped, “MS is the new BS,” while another insider criticized the names Versant and MS NOW as lackluster, suggesting, “Whoever came up with these names deserves to be shown the door.”
Eric Schiffer, chairman of Los Angeles-based Reputation Management Consultants, noted that MSNBC’s “left-leaning” brand perception could benefit from a reset. “They are hoping that by rebranding, there’s a better chance to … reset in the minds of the public,” he told Reuters. The network’s new identity will be supported by a “massive marketing campaign unlike anything we have done in recent memory,” Kutler said, aiming to solidify MS NOW’s position as a destination for news and opinion journalism.
Comcast’s spinoff, expected to conclude by the end of 2025, reflects a broader strategy to streamline its portfolio amid declining cable viewership and the rise of streaming platforms. NBCUniversal will retain its broadcast network, film and television studios, and Peacock streaming service, which are seen as growth drivers. Comcast Chairman and CEO Brian L. Roberts stated on November 20, 2024, that the transaction positions both Versant and NBCUniversal “for future growth” in a changing media landscape. Comcast President Mike Cavanagh added that NBCUniversal’s integrated media approach will be “fueled by our world-class content, technology, IP, properties, and talent.”
Other Versant properties, including CNBC, Golf Channel, GolfNow, and SportsEngine, will also drop the peacock logo, though CNBC will retain its name, originally Consumer News and Business Channel, due to global licensing agreements. The spinoff, valued at $7 billion, aims to create a leaner entity focused on cable and sports content, with MSNBC—soon MS NOW—building a standalone news operation to compete independently.
The rebrand has raised concerns about potential viewer confusion and dilution of MSNBC’s established brand equity, built over decades as a counterpoint to conservative outlets like Fox News. Posts on X reflected mixed sentiment, with some users mocking the new name as “generic” while others saw it as a chance to broaden the network’s appeal. Kutler’s memo addressed staff anxieties, framing the change as an opportunity to “assert our independence as we continue to build our own modern newsgathering organization.”
As MSNBC transitions to MS NOW over the coming months, the network faces the challenge of maintaining its loyal audience while navigating a competitive media environment. The success of the rebrand will depend on its ability to leverage its new identity and expanded newsroom to deliver on its promise of “news, opinion, and the world.”
